Lisa Schwartz on 19 Years as a Creator and Building Type B Mom

About Lisa Schwartz

In your own words, who are you? Who is the human behind Type B Mom?

Wow, kicking it off with a super deep question. Who am I? Who are any of us?

I’m a mom, first and foremost. I’m also a wife, daughter, sister, friend, actor, writer, and person who makes shit up on the internet. I’m a lot of things, and I’m still figuring out who I want to be next.

The human behind Type B Mom is an actual Type B mom. My intentions are always good, but they’re usually interrupted by the bird chirps in my head.

For example, today I tried to clean the house and finish this questionnaire. Now half the house is clean, the vacuum is missing, and I’m probably going to make lunch instead.

That’s me. That’s Type B Mom.

You’ve been creating content on the internet for 19 years. When you think about the Lisa Schwartz who first started posting online, what feels most different about the creator you are today?

Well, I was in my twenties when I started, and now I’m in my forties. Oh lawd!

I dare anyone to reflect on who they were in their twenties, let alone remember it. Because woo, girl. I blacked out a lot of that. I had a great time, but there is also just so much growth between then and now. You think you’re an adult in your twenties, but you have no idea.

There’s a quote by Carl Jung: “Life really does begin at forty. Up until then, you are just doing research.” That feels very true for me, both in life and in the content I make.

I’m so grateful to little me for starting this journey. My work now feels more centered, thoughtful, and, dare I say, tasteful. I still do plenty of things flying by the seat of my pants, obviously. I’m not a completely different person.

I’m a mama now, here to entertain my fellow moms and, mostly, myself.

After 19 years of being on the internet, how would you describe your relationship with the internet today?

She used to be all the apples in my basket. Now she’s just one of many pieces of fruit in there.

Come on, you gotta love an analogy.

You’ve lived through multiple eras of the internet, from early YouTube to today’s TikTok, Instagram, and the creator economy. What has changed the most about making a living as a creator?

When I started, it wasn’t a living. I didn’t even realize it could become one. The creators who paved the way for me probably knew what was possible because they were truly at the forefront. Then I wiggled my way in right behind them and slowly started to realize, “Oh. This could actually be something.”

As more opportunities came along, multi-channel networks popped up, agents started knocking on our doors, and suddenly it was like, “Holy crap. This is a real industry.”

In recent years, I took a lot of time off postpartum because I needed to literally find my feet again. You should have seen how swollen my ankles were.

Coming back has been really interesting. I’m older, I’m returning as an OG creator, and there’s a whole new learning curve around how people do things now. There are more creators competing for brand deals, and unless you’re at the very top, those deals don’t always feel as lucrative as they once did. Back in the day, even a smaller creator could make pretty good money. It’s just a different hustle now.

At the same time, the opportunities are far broader because every brand wants to be part of the creator economy. When I started, working with creators was still a novelty. I remember being one of the first people to try on Warby Parker glasses at home. Now I walk into Warby Parker and spend more than $200 on glasses so I can see while driving my daughter to school. Clearly, things have changed. I can SEE that now. Mom jokes!

All that to say, if this is what you want to do, you have to keep pushing and figure out where your particular creative knack fits within all of it.

Was there ever a point when you felt burned out, uninspired, or unsure whether you wanted to keep creating? What helped you figure out what came next?

Often.

I think any job can cause burnout, but creative jobs have a very specific kind because your brain is always working overtime. Ideas come to me in the shower, in my dreams, on walks. It never fully turns off, so burnout is only natural.

That being said, internet burnout is next level because you’re not only fighting the thoughts in your own head. You’re also taking in the comments and opinions of millions of other people.

For me, the burnout comes and goes. The only thing that really helps is giving myself permission to step away. I put the phone down, take a break, and live in real life for a while. Eventually, the ideas start popping up again, and that’s usually how I figure out what comes next.

The Story Behind Type B Mom

What is Type B Mom? What inspired you to launch it, and what did you feel was missing from the parenting space that made you want to create it?

Type B Mom is a storefront I created because I honestly needed it myself.

One day I realized I had no thank-you notes, and I was already weeks late thanking people for my daughter’s birthday gifts. Everything online felt generic or expensive, so I made my own template and fell in love with creating things parents could buy, print, and use at the drop of a hat.

They weren’t only last-minute. They were funny and specific and didn’t look like everything else online. No offense. There is plenty of great stuff online. I’ve ordered all of it.

Then we took our first trip to Disneyland with our toddler. After spending the night before panic-searching what to do, I realized there wasn’t really a guide for parents like my husband and me. We wanted some guidance, but we also wanted to roll with the punches. So I made one.

I love writing, and I love sharing my version of things. Take it with a grain of salt. Or a shot of tequila and a grain of salt. Boy, I love tequila and salt.

You describe Type B Mom with the line, “Planning last minute? I got you.” What does that mean to you?

It means I’m a last-minute planner, but I am still a planner.

I genuinely love planning parties and experiences. It just doesn’t happen in a perfectly organized, linear way. Sometimes I do it in random segments because my brain is all over the place. Sometimes I do almost all of it at the last minute.

But it will get done, and it will be awesome. Type B Mom is for all the other parents who work that way too.

How does Type B Mom reflect where you are now compared with the career you had before?

I think Type B Mom is just the next iteration of what I’ve always done. Obviously, I’m a mom now, so the subject matter has changed, but it’s still about transparency, authenticity, and connecting with people by sharing my truth.

And my truth is that I have nightmares about packing lunches. I’ve planned full menus in my dreams, only to wake up, completely forget what I planned, chug three cups of coffee, toss in a snack pack, a pouch, and some crackers, and call it a day.

My kid is happy. I’m exhausted. That’s Type B Mom.

After spending so many years building on platforms like YouTube and social media, what made you want to create a brand and online business around your own ideas?

Oh, I’m always coming up with new ideas. I’ve started a million businesses in my head. Some I’ve shared. Most I haven’t. I think that’s how a lot of creative minds work.

But Type B Mom just made sense to me. It’s fun, it’s creative, and hopefully it’s useful for all the other weirdos out there who are just trying to do right by the mom title.

From Creator to Digital Product Seller

What made digital products feel like the right direction for Type B Mom?

Oh, it’s in perfect alignment. No one has time to wait for a package to arrive. We need it either that day or the next day. So as long as you’re an elder millennial like me and you own a printer, you’re good to go. Period.

That being said, I’ve definitely realized that a lot of people don’t have printers. So the next iteration of Type B Mom will most likely include products you can text, save to your phone, or use entirely online. They’ll still be useful in the moment, just sans printer.

Stay tuned.

How did you decide what your first Type B Mom digital product should be?

The thank-you cards came first because I needed them. I was straight up making them for myself.

Then, after our Disneyland trip, I put two and two together and decided those would be my first two products. But right before launch, my kid was going back to school, and I had the last-minute idea, as I do, #TypeBMom, to make the lunchbox notes.

So it was sort of a domino effect. Three is my lucky number, and it felt right to launch three products at once. I like things in excess. Once I pop one, I’ve gotta have another, and probably one more. You know what I mean?

After years of creating free content, what was different about creating something people would actually purchase?

I’ve always been hesitant to sell things because I came from a pretty strong stance of not charging my viewers. I was happy to take on brand deals and let YouTube pay me through ad revenue, but I wanted to protect my audience.

That being said, we live in a consumer world, and I figured that if I was going to sell something, I was going to do it right. That meant keeping the price point low while making the value high.

I love my audience and appreciate everything they’ve given me over the years. I hope they appreciate what I’m giving back.

Did having an existing audience make launching a digital product easier, or were there parts of selling something online that still felt completely new?

I think selling in general is hard for me. Obviously, having a built-in audience makes me far more confident about pushing something out into the world.

Except for a baby. I was not confident with the idea of pushing that out at all.

But I definitely struggle with self-promotion, especially the constant promotion that selling requires. I know that’s part of the game, and I’m working on it.

In the meantime, please feel free to promote it for me. XOXO.

When you launched your first products, how did you promote them? What kind of content seemed to get people most excited to buy?

To be honest, promoting is my downfall.

I launched primarily on Instagram with comedy reels, casual Stories where I talked directly to my audience, and examples showing what the products looked like and how they could be used. Then I yapped about them on YouTube and wrote about them on Substack.

I didn’t create some huge, elaborate launch campaign. I worked the products into the content I was already sharing each week, almost the way I would naturally incorporate a brand partnership.

The content that seemed to help most was anything that let people immediately see the product and understand why they might need it. The comedy helped get their attention, but showing real examples made the products feel tangible and useful.

Could I have promoted them more consistently? Absolutely. Again, promoting is my downfall. But the first launch taught me that my audience responds best when something feels like a natural extension of my usual content-not like I’ve suddenly transformed into a late-night infomercial host.

After 19 years of listening to your audience, what have you learned about figuring out what people actually want or need enough to pay for?

My audience doesn’t buy for the sake of buying. They’re smart, thoughtful, and careful with their money, so they only dish it out when they find something genuinely valuable. I really respect them for that.

I was incredibly grateful that they bought my book, and I hope they find the same kind of value in these guides. Anything authentic and a little off-center seems to be where they focus their attention and their purchases.

Because they’re badass.

How have you built your audience over the years? How do you figure out what kind of content or products they actually want-whether that’s through keyword research, audience feedback, or something else?

A lot of it is instinct and a lot of trial and error. It’s also about listening, receiving feedback, and putting myself in the consumer’s seat-because I am a consumer. I love shopping, I love innovative products, and now that I have a kid, I especially love anything that makes her life easier, my life easier, or both of our lives more enjoyable.

So when it comes to products, it’s really a mixture of everything. I pay attention to what people respond to, but I also ask myself whether I would genuinely want or use it. I’m not doing intense keyword research or pretending there’s a flawless scientific formula happening over here.

As for how I built my audience over the years? Dumb luck, authenticity, and being myself. Thankfully, I also got in early. I don’t know whether I could do it the same way if I were starting now. Maybe. But I’ve never felt like everyone else. I’ve always felt like a bit of a weird outsider, and maybe that’s what people connect with.

Weirdos, unite.

How do you decide whether an idea should become a social post, a blog post, a digital product, or something bigger?

Wow, this question is giving my brain much more credit than it deserves.

Honestly, it comes naturally. I’ve been doing this for so long that it all somehow makes sense within the swirl in my head. Oftentimes, it’s the same idea expressed in different formats.

Building Type B Mom With Payhip

What made you choose Payhip when it came time to start selling your own digital products? What were you looking for in an ecommerce platform?

I did my research, and naturally a few other platforms came to mind because everyone else was using them. But leave it to me to do something a little different.

I had no idea what the response would be, and honestly, I didn’t want to spend money upfront. I was already spending my time, effort, brainpower, and creativity. Exhausting, isn’t it?

I wanted somewhere I could try the idea without taking on a huge risk, and then I found Payhip. I liked the vibe, and I appreciated that it was an independent, self-funded platform. It gave me a way to start without an upfront subscription and see whether this idea had legs.

There was really nothing to lose other than my dignity if no one bought anything. And I like supporting independent platforms. Support people who will support you.

Payhip rules. Hashtag not sponsored, babe.

What was your experience like setting up and launching your first Type B Mom products on Payhip?

I have to admit that, even though my entire work life has been online, I’m still an elder millennial and not the most tech-savvy person.

Payhip has been incredibly user-friendly. The customer service has also been fantastic, and their willingness to literally hold my old lady hand through this process has been tremendous.

But even without the hand-holding, the interface and platform are pretty bulletproof for blonde moms like me.

Are there any Payhip features that have been particularly useful as you’ve started building Type B Mom?

Payhip has a searchable Help Center with answers organized by topic, along with step-by-step video tutorials that walk you through different parts of the process. I’m a visual learner, so being able to watch someone actually do the thing has been incredibly useful.

When I’ve needed extra help beyond that, reaching out directly has been easy, and the responses have been genuinely helpful.

As someone who has spent years creating content, how does it feel to now have a place where your audience can directly purchase something you’ve created?

Oh, it feels great. I love it.

It gives me another place to put my creative ideas, but I can do it without having to turn on a camera, which is wonderful.

The products are useful, but they’re also fun, funny, cute, and charming—all the things I love putting into my work. I hope people enjoy them as much as I’ve enjoyed making them.

What would you tell another creator who already has an audience but hasn’t started selling their own digital products yet?

I would only do it if, one, you don’t have so much skin in the game that you’ll be crushed if people don’t like it, and two, you’re willing to fail.

This first launch was great, but I also think we can do better. 

It’s fine if the end goal is to make money. We all need money. But start with passion and creative expression, not chasing trends. Make something you genuinely like or find useful, fun, or funny. At the core, we’re creators because we have a story to tell and something we want to share.

You said, “This first launch was great, but I also think we can do better.” From a marketing perspective, what would you do differently for your next launch?

I would definitely have more of a marketing and promotion plan in place.

I tend to do things the Type B Mom way: at the last minute, with a solid dose of self-doubt. So for the next launch, I would start talking about the products earlier, show them more consistently, and, as they say, “launch harder.”

I say that now. You know I won’t.

Deep down, I still want to believe that a good product will find its people without me having to scream about it every day. But apparently, marketing does require telling people that the product exists.

So please go check it out and share it with your friends. Do me a solid.

What advice would you give someone considering Payhip for their first digital product?

Oh, no question. Payhip is the best place to launch your first digital product. It’s user-friendly, free to start, and gives you a low-risk way to see whether you even like having a digital product. Why would you go anywhere else? Give it a try.

Payhip is who you want holding your little paw as you enter this world. Believe me.

Career Insights

You’ve gone from YouTuber and entertainer to author, podcaster, mom, and now the founder of Type B Mom. Has your definition of success changed along the way?

Wow, just reading that list, I’m like, “Whoa. I really do love starting projects.”

Do I necessarily finish all of them? No. But she loves a project.

My definition of success now is being able to spend time with my family, create cool things, make a difference in someone’s life, and pay for my daughter’s ballet class. Although now it might be karate. We’re also discussing gymnastics. She is clearly cut from the same cloth as me. Or the apple doesn’t fall far from the… you get the point.

Is there anything you cared about as a creator 10 years ago that you simply don’t care about anymore?

Being invited to cool parties. I definitely don’t care about that anymore. You couldn’t pay me to go to a cool party.

Well, that’s not true. You could pay me. But I would still huff and puff about it.

I’d much rather be on the couch with my family.

What part of starting Type B Mom has made you feel like a beginner again?

Oh, it’s a whole new world.

Type B Mom is a natural extension of what I’m already creating online and in real life. But making an actual product is completely new for me.

I’ve written a book, but this is different. It’s much more visual, and I’ve had to learn every part of the process. You should have seen how many versions of those thank-you cards I printed before landing on the one I actually wanted.

And do you know how expensive printer ink is? Worth it, but dang.

Has building something new reminded you of anything you loved about the early days of being a creator?

The coolest thing about being a creator is that you can literally have an idea, execute it, and put it out into the world within a matter of hours.

Building Type B Mom reminded me of that. I could create a storefront and start selling products without jumping through a million bajillion hoops. It still took work, and there was definitely a learning curve, but it’s awesome.

If you can think it, you can make it.

There. Put that on a pillow and sell it in my storefront.

What would you tell creators who feel exhausted from constantly chasing views, followers, trends, and algorithms?

You’re not alone. It’s an incredibly common feeling, so be easy and kind with yourself.

But ultimately, chasing trends or trying to game the algorithm is such a waste of energy. Sure, you might crack it here and there, but what keeps people coming back is you and your authentic voice.

Not you doing the “it’s kinda chic to…” meme that made me want to rip my eyes out.

What have you learned about getting people to stop scrolling and actually pay attention to what you’re promoting?

Ya gotta nail the hook right away.

That’s where my comedy background comes in, but it’s also about leading with something authentic and instantly relatable. I try to tap into an everyday experience and look at it from a humorous, slightly offbeat point of view.

The goal is to make someone think, “Yes! That’s exactly what I was thinking but never said out loud,” or maybe never had the space to be that honest about.

It’s the Larry David of it all.

What’s changed the most about promoting something online since you first started-and what marketing principles have stayed the same?

There’s been such a boom in the amount of stuff available online that you really have to find a way for your voice, brand, or product to stand out. Back in the day, a creator selling something online was a novelty. Now, you’re one of a billion people saying, “Hey, look at my thing!”

But the basic marketing principles haven’t changed: be consistent, know your individual voice, have a distinct point of view, and tell a good story. Why did you create this? What problem did it solve for you? And how could it make someone else’s life a little easier, better, or more fun?

After 19 years online, what do you believe matters most if you want to build a creator career and online business that lasts?

Sorry to sound like a broken record but…

I’ve said this from day one, or at least from the first time someone asked me this question years ago: be authentic to who you are. Period. Don’t try to become someone else because you think that version of you will get more likes.

Also, collaborate. Especially back when I started, the power of collaboration was like nothing else. If you have one viewer and your friend has one viewer, make something together. Now you both have two viewers.

That’s just math. Coming from someone who still counts on her fingers.

What’s next for Lisa Schwartz and Type B Mom? What would you love to build next?

Well, I love a holiday, so stay tuned for some holiday updates and add-on packs.

I’d also love to create more digital products, and I’ve been talking with a potential collaborator in the educational space. So stay tuned for a possible collaboration between an actual educator and me, a Type B mom holding on for dear life.

Lisa’s journey shows that you don’t need to have everything figured out before you start. Type B Mom began with a few ideas inspired by things she actually needed in her own life, and it’s already growing into something much bigger.

Have a digital product idea of your own? Payhip makes it easy to get started. You can create your store, upload your products, and start selling for free. Give it a try and see where your idea takes you.